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Website Usability
Evaluation of Two
Top Airlines in the
   Philippines
 offering Online
     Booking
RATIONALE

    The growing number of Internet users and the
globalization of technology have led most of the
multinational firms to make use corporate
websites. Not only to communicate but to make
any transactions easy for its variety of customers.
Airline companies are no exception to this trend of
marketing in line with e-commerce, that in due
effect may be one of the basis to the company’s
competence.
    A website that is failing may reflect as
company’s poor performance.
INTRODUCTION

• The web is currently being offered as the
  universal panacea for all users performing any
  information seeking task. (P.A. Smith 1999).

• Usability evaluation finds its beginnings in early
  research on human-information processing theory
  (Newell & Simon, 1972; Simon, 1979, 1981) and
  Human-Computer Interaction (Card, Moran, &
  Newell, 1983).
• At the heart of usability evaluation is the
  application of social science research and
  theories of computer and information technology
  to the challenge of designing tools that are useful
  and usable to humans. Understanding humans as
  technology users necessitates an understanding
  of humans as audience, where audience is
  understood in the postmodern sense as actively
  engaged information producers and consumers
  (Ryan, 1994).
Two of the most top performing airline
companies in the Philippines are offering online
booking, specifically the Philippine Airline (PAL)
and the Cebu Pacific Airline. Thus, these two
are subject to the scope of the study.
STATEMENT OF THE PROBLEM

     This study attempts to evaluate the website
  usability of two top airline companies in the
  Philippines, specifically the Philippine Airline
  (PAL) and the Cebu Pacific Airline, that
  answers the following;
1. How satisfactory the websites performance in
   terms of:
     * quality of information?
     * quantity of information?
* dependability of interface?
     * appearance?
     * communication?
     * security?
     * total customer satisfaction?
2.What are the factors that affects the
  performance of the website?
3. What are the recommendations that would
  improve the performance of the two websites
SIGNIFICANCE OF THE STUDY

 The proponent conduct this study to evaluate
 the website usability of the two airline
 company’s online booking. With an effort to
 prevent and minimize the possible risks and
 problems that may be encountered by the
 management and specifically to the valued
 customers. In that way a much better and
 systematic process will be improved.
• MANAGEMENT
   – The management and staff will acquire new ideas from the
     study and it would somehow help them decide appropriate
     and necessary changes needed
• CUSTOMERS
   – The study aims to increase productivity by meeting the
     demands of the customers with better service and quality.
     By maintaining and keeping customers satisfied, there is a
     great possibility that they could increase further their market
     share which will entail higher demand, loyal patrons and
     leads to the growth of the company.
• USABILITY ANALYST
 – The study will greatly help the researchers /
   analysts to prepare themselves for the more
   sophisticated work in the future. This will also help
   them to relate the theoretical knowledge acquire in
   school with the industries real scenario. More
   specifically, they will be a familiar with assessing
   usability especially in the field of e-commerce.
METHODOLOGY

    This study utilizes the descriptive normative
research methods with the use of a
questionnaire as a primary instrument for data
collection.   Unstructured     interviews    and
observation of the operation were employed as
secondary instruments to verify the data
collected and come up with personal
descriptions and preliminary ideas regarding
the study.
The     verified  data   collected   were
 tabulated, and analyzed and became the basis
 of expositions regarding the findings of the
 study.

• RESPONDENTS
 – The respondents of the study are first – time users
   and common users of online booking for the two
   airline companies. There will be 5 first – time users
   and 5 common users for both airline companies
• INSTRUMENTS
 – The respondents will be asked to perform specified
   task or in using the websites. This study also
   utilized the questionnaire as the primary tool for
   collecting of data. The data gathered from the
   questionnaire will be polished through conducting
   interviews for amplification. The questionnaires will
   be based on Mehlenbacher, et. al Journal release
   and any other related journals regarding website
   usability.
TREATMENT OF DATA

• The questionnaire will have the following scale
  and ratings:


            SCALE              RATINGS

       VERY SATISFACTORY       3.26 - 4.00

         SATISFACTORY          2.51 – 3.25

       LESS SATISFACTORY       1.76 – 2.50

       NEEDS IMPROVEMENT       1.00 – 1.75
• VERY SATISFACTORY
 – outstanding, consistently exceeds standards
• SATISFACTORY
 – meets expectations, shows potential
• LESS SATISFACTORY
 – Sometimes does not meet requirements
• UNSATISFACTORY
 – Corrective actions are necessary
SET OF TASK

1. Take at least two – three minutes to explore
   the website and get the feel of how it looks and
   works.
2. Book a trip from Cebu to Bacolod.
3. Get the cheapest round – ticket from any
   destination in the Philippines.
QUESTIONNAIRE

• STILL IN PROGRESS…..

•   QUANTITY OF INFORMATION
•   QUALITY OF INFORMATION
•   DEPENDABILITY OF INTERFACE
•   APPEARANCE
•   COMMUNICATION
•   SECURITY
•   TOTAL CUSTOMER SATISFACTION
PRESENTATION OF DATA

   PHILIPPINE AIRLINES (PAL)
  ranked 1st with a score of 2, 268
  votes while CEBU PACIFIC ranked
  the 2nd with a score of 520 votes for
  the Best Airlines of the Philippines


 SOURCE: www.mytopdozen.com
website usability evaluation of two top airlines in the Philippines offering online booking inquiries
website usability evaluation of two top airlines in the Philippines offering online booking inquiries
website usability evaluation of two top airlines in the Philippines offering online booking inquiries
website usability evaluation of two top airlines in the Philippines offering online booking inquiries
website usability evaluation of two top airlines in the Philippines offering online booking inquiries
IN PROGRESS ……………..

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website usability evaluation of two top airlines in the Philippines offering online booking inquiries

  • 1. Website Usability Evaluation of Two Top Airlines in the Philippines offering Online Booking
  • 2. RATIONALE The growing number of Internet users and the globalization of technology have led most of the multinational firms to make use corporate websites. Not only to communicate but to make any transactions easy for its variety of customers. Airline companies are no exception to this trend of marketing in line with e-commerce, that in due effect may be one of the basis to the company’s competence. A website that is failing may reflect as company’s poor performance.
  • 3. INTRODUCTION • The web is currently being offered as the universal panacea for all users performing any information seeking task. (P.A. Smith 1999). • Usability evaluation finds its beginnings in early research on human-information processing theory (Newell & Simon, 1972; Simon, 1979, 1981) and Human-Computer Interaction (Card, Moran, & Newell, 1983).
  • 4. • At the heart of usability evaluation is the application of social science research and theories of computer and information technology to the challenge of designing tools that are useful and usable to humans. Understanding humans as technology users necessitates an understanding of humans as audience, where audience is understood in the postmodern sense as actively engaged information producers and consumers (Ryan, 1994).
  • 5. Two of the most top performing airline companies in the Philippines are offering online booking, specifically the Philippine Airline (PAL) and the Cebu Pacific Airline. Thus, these two are subject to the scope of the study.
  • 6. STATEMENT OF THE PROBLEM This study attempts to evaluate the website usability of two top airline companies in the Philippines, specifically the Philippine Airline (PAL) and the Cebu Pacific Airline, that answers the following; 1. How satisfactory the websites performance in terms of: * quality of information? * quantity of information?
  • 7. * dependability of interface? * appearance? * communication? * security? * total customer satisfaction? 2.What are the factors that affects the performance of the website? 3. What are the recommendations that would improve the performance of the two websites
  • 8. SIGNIFICANCE OF THE STUDY The proponent conduct this study to evaluate the website usability of the two airline company’s online booking. With an effort to prevent and minimize the possible risks and problems that may be encountered by the management and specifically to the valued customers. In that way a much better and systematic process will be improved.
  • 9. • MANAGEMENT – The management and staff will acquire new ideas from the study and it would somehow help them decide appropriate and necessary changes needed • CUSTOMERS – The study aims to increase productivity by meeting the demands of the customers with better service and quality. By maintaining and keeping customers satisfied, there is a great possibility that they could increase further their market share which will entail higher demand, loyal patrons and leads to the growth of the company.
  • 10. • USABILITY ANALYST – The study will greatly help the researchers / analysts to prepare themselves for the more sophisticated work in the future. This will also help them to relate the theoretical knowledge acquire in school with the industries real scenario. More specifically, they will be a familiar with assessing usability especially in the field of e-commerce.
  • 11. METHODOLOGY This study utilizes the descriptive normative research methods with the use of a questionnaire as a primary instrument for data collection. Unstructured interviews and observation of the operation were employed as secondary instruments to verify the data collected and come up with personal descriptions and preliminary ideas regarding the study.
  • 12. The verified data collected were tabulated, and analyzed and became the basis of expositions regarding the findings of the study. • RESPONDENTS – The respondents of the study are first – time users and common users of online booking for the two airline companies. There will be 5 first – time users and 5 common users for both airline companies
  • 13. • INSTRUMENTS – The respondents will be asked to perform specified task or in using the websites. This study also utilized the questionnaire as the primary tool for collecting of data. The data gathered from the questionnaire will be polished through conducting interviews for amplification. The questionnaires will be based on Mehlenbacher, et. al Journal release and any other related journals regarding website usability.
  • 14. TREATMENT OF DATA • The questionnaire will have the following scale and ratings: SCALE RATINGS VERY SATISFACTORY 3.26 - 4.00 SATISFACTORY 2.51 – 3.25 LESS SATISFACTORY 1.76 – 2.50 NEEDS IMPROVEMENT 1.00 – 1.75
  • 15. • VERY SATISFACTORY – outstanding, consistently exceeds standards • SATISFACTORY – meets expectations, shows potential • LESS SATISFACTORY – Sometimes does not meet requirements • UNSATISFACTORY – Corrective actions are necessary
  • 16. SET OF TASK 1. Take at least two – three minutes to explore the website and get the feel of how it looks and works. 2. Book a trip from Cebu to Bacolod. 3. Get the cheapest round – ticket from any destination in the Philippines.
  • 17. QUESTIONNAIRE • STILL IN PROGRESS….. • QUANTITY OF INFORMATION • QUALITY OF INFORMATION • DEPENDABILITY OF INTERFACE • APPEARANCE • COMMUNICATION • SECURITY • TOTAL CUSTOMER SATISFACTION
  • 18. PRESENTATION OF DATA PHILIPPINE AIRLINES (PAL) ranked 1st with a score of 2, 268 votes while CEBU PACIFIC ranked the 2nd with a score of 520 votes for the Best Airlines of the Philippines SOURCE: www.mytopdozen.com